Atrua Technologies
 Campbell, CA Why It’s Fierce: The wireless industry is frantically looking for
ways to make data use on cell phones easier while keeping phones slim and
compact. Atrua has developed an innovative, touch-based solution for
mobile phones and PDAs that promises to give users better interaction
while keeping their phones slim and chic. The company’s technology, called
Atrua Wing, uses haptic technology -- the process of measuring human touch
-- to change finger movements into user commands. The Atrua Wing is a
small sensor pad that can easily be added to most existing cell phone and
PDA designs. Atrua’s technology allows device makers and carriers to offer
new services, such as finger print identification. The technology also
promises to let device makers launch enhanced user interfaces like
motion-powered joysticks. The company has an impressive roster of
investors, including Nokia Venture Partners, Ericsson Venture Partners,
and Acer as well as a seasoned executive team. By helping users and
boosting ARPU, Atrua’s Wings will make cell phones more valuable to both
carriers and consumers. What to look for in 2004: Look for Atrua to leverage its investor partnerships with Nokia and Ericsson and launch its technology on new cell phones. Atrua will also likely launch a trial with a major carrier to prove that its technology can boost user ARPU. |
